Super Bowl fans stay connected

Jeff Elder

Updated 7:17 am, Saturday, February 2, 2013

New Orleans --

It used to be that the Super Bowl had a handful of color commentators peering out from the television screen, giving their analysis of each play that had been run and those that should be run next. Now, thanks to social media, the game has millions. Among all the good and bad that Facebook and Twitter have wrought, add this:

Eighty-five percent of Americans watch TV while using their smartphones, tablets or other devices, Nielsen reported in December. Forty percent do so daily. Social watching is never more frenzied than when Americans watch something live, together - the way TV used to be and rarely is anymore.

Social watching is becoming so entrenched that it will soon be officially measured and surely used by marketers. In December, Nielsen and Twitter announced that they would measure conversation on Twitter about TV programs, starting with the fall TV season.

More than 13.7 million tweets mentioned the Super Bowl during last year's game. The heaviest tweeting was during the game's exciting conclusion, with a million tweets during the last five minutes. Tom Brady's failed Hail Mary pass gave the win to the New York Giants, 21-17.

"Twitter shines when there's suspense," said Elaine Filadelfo, who is on Twitter's sports, TV and politics team. "It really comes to life around televised events with unexpected outcomes, and sports is a perfect example."

This year the Niners have the poster boy for viral sports: quarterback Colin Kaepernick.

Before he was the next big thing, back in October, about 1,000 tweets a day mentioned "Kaepernick," Filadelfo said. A few televised touchdowns later, everything changed. During the Niners' last playoff game, there were 200,000.

The Kaepernicking social media meme - photos of fans kissing their biceps in imitation of his touchdown celebration - gives fans a way to go beyond the old media experience.

"If your favorite athlete replies to you on Twitter or retweets you, you can show a friend your phone and say, 'Look!' " Filadelfo said. "It's a digital autograph."

Chris Hammond of Millbrae will be checking Twitter during the game: "It adds a lot to the viewing experience to see what people are bantering about," he said.

"During the game it wasn't important to me last year. I've been using social media a lot more."

CBS, which will broadcast Super Bowl XLVII, has made an effort to command both screens for the big game with an online social-aggregation dashboard built with Facebook. It includes a real-time feed of Facebook trends, prominent Facebook posts and Instagram photos. That dashboard will be updated throughout the game at www.cbssports.com/nfl/superbowl/insights.

One stat of note in this year's "HarBowl" showdown between two coaches who are brothers: 49er Jim Harbaugh is leading his brother, Raven John, in Facebook mentions by 280 percent, according to Facebook. The 49ers coach told The Chronicle this week that he considers "the Facebooking and the Tweeter" a "time drain."

Still, plenty of people spend that time.

"During major televised events, we see immediate spikes in user activity," said Nick Grudin, who leads community partnerships for Facebook. "Sports is one of the areas where this happens on a global scale, from fans celebrating a big win with friends, to seeing behind-the-scenes photos from the athletes themselves."

Still, not everyone enjoys watching their friends' social media posts during the game.

Nathan Rodriguez of San Jose lamented that "150 people post simultaneously, giving you the score." So, in self-defense, he mocks. "I'll probably post 'Gee, how come no one's mentioned the Niners yet?' Everyone has that snarky person on their friends list. I guess I'm that guy."

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